[REPOST] Luni - Subscription Marketing 101: tips to drive acquisition and retention with Adrien Miniatti

Subscription League

Oct 27 2022 • 32 mins

Luni’s journey as an app empire started out only about four years ago as developers of utility apps such as Scanner. Their business extended to creativity and wellness apps, including Fitness Coach(wellness), Omada(social sports betting), Meditation Nest(wellness), and Photo Studio(creativity). Luni boasts all together over ¼ million daily downloads. The company’s success is essentially based on providing gratifying app content and continuous improvement through frequent testings and optimizations. Luni is also a big advocate of influencer marketing. About 60% of Luni’s users are based in the United States.

Adrien's secret recipe for starting from scratch to reach success?

  • Have a well-made application with good, fresh, and content, engaging content - it’s the basics.
  • Kick off with paid traffic to gain the first user base. This will help generate data to leverage for future testings and optimizations.
  • Once users start sticking around, perform frequent A/B testings on paywalls and onboardings. Use tools like Purchasley, Amplitude, and Appsflyer that allow you to achieve this efficiently.
  • Build a branding strategy and gradually switch to targeting organic traffic. Also, leverage influencer marketing.

Listen to the episode to steal all the step-by-step tips for growing small apps from scratch to success!

For noteworthy quotes and key takeaways from the episode, read the article - Subscription Marketing 101: tips to drive acquisition and retention with Adrien Miniatti (Luni)

Episode Topics at a Glance

  • Luni’s journey to becoming an app empire
  • Apple Search Ads
  • User acquisition strategy mixing organic and paid approach
  • Influencer marketing
  • A/B testing
  • Using 3rd party tools like Purchasley
  • Reasonable conversion rates to target

More about Adrien Miniatti

A passionate autodidact, Adrien Miniatti started coding at 13, recruited engineers at 19, and today spends more than 2.2 million euros per month on marketing to take the mobile applications of the Luni empire, a mobile app publisher and developer of a wide variety of applications, to the top. Adrien founded gaming studios and launched Luni about four years ago. Adrien is also an investor in several tech companies.

Adrien Miniatti’s Links


00:19 Welcome and Introduction

01:05 Adrien Miniati Background

02:55 How do you approach user acquisition?

03:50 Organic User Acquisition Good and Bad

05:31 Advice for Early Start-Up

06:45 How are you building a brand?

08:25 Influencers Impact on Culture and Awareness

10:12 Converting Users to Customers with Fitness Coach

14:58 Profit and Conversion Rate

18:20 The Effect of App-Tracking Transparency

20:57 Apple Custom Code

25:09 Fitness Coach’s Development Process

30:42 Where to Learn More